A newspaper wanted to increase readership through a promotion in a way that wouldn’t fall on deaf ears.

Gibbons | Peck:

• Created a script that incorporated humor into a clear message that broke through the clutter of radio advertising.
• Used a relationship with a local studio to produce a spot on a tight budget but still sounded like a million dollars.
• Placed the spot into targeted timeslots on local radio stations to maximize listenership and produce a greater response in selling subscriptions.

Results: Client reported increase in subscription rate of at least 500 percent during the promotional period (“up in the hundreds as opposed to last year this time in the 20’s”). Based on these results, client opted to repeat the program.